Submitted by-TEAM X-CONNOISSEURSAbhishek Singh U113122Anurag Satpathy U113074Arjun Agrawal U113191
Define the Market
Perform Market
Analysis
Key Learnings
Competitive Forces
Go-To-MarketStrategy
STRATEGY
CASE STUDYON
MARKET ENTRY STRATEGYFOR TIGI
Customer Base
Distribution Channels & Retailers
1
•Independent Salons:
•1. Luxury & mid-segment
•2. Niche consumer base
•3. Prime locations. example: G.K.M- Block Market, Delhi
2
•Salon Chains:
•1. Luxury & mid-segment
•2. Large network in Tier-1 cities
•3. Centralized corporate structure
1
•Youth:•1. Age
group 18-25 yrs.
•2. Brand conscious & Looks conscious
•3. Ambitious & Experimental
2
•Middle-Aged Females:
•1. Age group 30-45 yrs.
•2. Brand loyal
•3. Fear of ageing
Define the Market
Market Analysis
Key Learnings
Competitive Forces
Go –to- Market
Strategy
1
•Interaction with Salon Manager & Hair stylist
2
•Study of association of a brand with the salon - Benefits & Limitations
3
•Study of services provided by the brand to the hair stylist which comprises of:
•1. Training Sessions
•2. Knowledge about their Professional Products
4
•Analyzing the interaction of the Hair-stylist with the visiting customers
5
•Understanding awareness of the Hair-stylist about the professional brands
6
•Analyzing the ways of promoting a professional product by the hair stylist
Field Study- Salon Visit
Define the Market
Market Analysis
Key Learnings
Competitive Forces
Go –to- Market
Strategy
Salons Visited
Customer Survey
Define the Market
Market Analysis
Key Learnings
Competitive Forces
Go –to- Market
Strategy
1
•Online survey was conducted
2
•250 responses were received
3
•Carefully selected sample
Define the Market
Market Analysis
Key Learnings
Competitive Forces
Go –to- Market
Strategy1 2 3 4 5 6
DEMOGRAPHY
Define the Market
Market Analysis
Key Learnings
Competitive Forces
Go –to- Market
Strategy1 2 3 4 5 6
CONSUMER VISITING FREQUENCY
Define the Market
Market Analysis
Key Learnings
Competitive Forces
Go –to- Market
Strategy1 2 3 4 5 6
BRAND AWARENESS
Define the Market
Market Analysis
Key Learnings
Competitive Forces
Go –to- Market
Strategy1 2 3 4 5 6
CONSUMER BUYING PREFERENCES
Define the Market
Market Analysis
Key Learnings
Competitive Forces
Go –to- Market
Strategy1 2 3 4 5 6
CONSUMER EXPENDITURE PATTERN
HOW MUCH DO YOU PREFER TO SPEND ON A SALON VISIT?
Define the Market
Market Analysis
Key Learnings
Competitive Forces
Go –to- Market
Strategy1 2 3 4 5 6
CONSUMER BRAND LOYALTY
Inferences Drawn
Define the Market
Market Analysis
Key Learnings
Competitive Forces
Go –to- Market
Strategy
• Hair-stylist can influence the brand-choice of a consumer
1
• If training is provided by the brand, then the hair-stylist can promote the product
2
• Knowledge sessions about the professional products helps the hair-stylist in convincing the customer
3
• Most of the salons preferred to keep L’oreal because of its awareness amongst consumers
4
• Unlike Individual salons, association of a particular brand with the premium salon chains, is decided by the top management
5
Salon visit Online Survey
• Most of the surveyed people visit a salon once a month
1
• Most of them were inclined towards average range salons, & are mostly brand loyal
2
• Most of them don’t like to spend more than Rs. 500 on a salon visit
3
• Almost all were aware about L’oreal as a brand where as TIGI is relatively unknown
4
• Most of them don’t buy anything from salons or if they do, then they do it once every 3-4 months
5
Define the Market
Market Analysis
Key Learnings
Competitive Forces
Go –to- Market
Strategy
Industry Competitors
-L’oreal-Wella
-SchworzkopfMatrix
Potential Entrants
-Brands sold through e-commerce websites
like 1.Amway
2.Suave,3.TRESemme
Buyers-Less visitors to premium salons
-Preference to low end products-Unawareness
towards TIGI as a brand
Substitutes-Retail products &
home care products from established
brands-Ayurvedic Products
Suppliers-Brand-loyalty
-Already established portfolio of
premium products of other brands
Define the Market
Market Analysis
Key Learnings
Competitive Forces
Go –to- Market
Strategy1 2 3 4 5
Marketing Mix Model
Product Price Place Promotion
1.BedHead-Wash & care(Shampoo
& conditioner)-Styling(Curl spray &
cream, gels, Hair sprays, serum’s, straightening
cream-B for Men ( Gel, wax,
Grooming cream, Thickening Shampoo &
Conditioner)
2. S- Factor-Repair & Nourishment
(Shampoo & Conditioner moisture spray)
-Color Protection ( Color shampoo & conditioner,
Color Hair Oil)-Smoothing ( Shampoo & Conditioner, Serum )
-Shine ( Shampoo & Conditioner)
-Styling ( Sprays & Wax)
1.Salon-High End
- Average
Define the Market
Market Analysis
Key Learnings
Competitive Forces
Go –to- Market
Strategy1 2 3 4 5
Marketing Mix Model
Product Price Place Promotion
Price1
•Competitive pricing
2
•As per field visit the pricing portfolio of the products range from Rs. 600 to Rs. 1250
3
•Online survey depicts that consumers aged between 20-28 yrs. don’t prefer to spend much on the professional products
Promotions1
•Small Promo-packs can be distributed to salons at the entry level
Prices of the Professional products from TIGI should range from Rs. 500-Rs. 1000 during
the entry phase & subsequently as the brand builds, other high end products can be
launched
While approaching a salon TIGI can distribute small promo packs to them for trial purpose
Define the Market
Market Analysis
Key Learnings
Competitive Forces
Go –to- Market
Strategy1 2 3 4 5CREATING A BUZZ
College Campaigns- Poster Boy/
Girl Hunt
Auditions
Select Good faces
Style them
Perform Photo shoots
Make them faces
for all- India/
Regional Ads
Sponsor College Fashion shows
Styling the Models
Promotional Events in
Malls
Ask the visitors for
a demo
Real time styling
Provide the participants
with a promo pack
of TIGI products
Schedule meet-ups
using www.meetup.
com
Hire celebrities
for appearances for such
events who attract
maximum participatio
n
Setting up a website
Customer will be able to
visualize different
hair-styles suiting their
needs
Selling Discount Coupon/
Codes
Using snapdeal.c
om & groupon.c
om
Providing Internships to
students from top B-
schools
This would help TIGI to get quoted
in the placement brochure & hence will be noticed across all industries
Define the Market
Market Analysis
Key Learnings
Competitive Forces
Go –to- Market
Strategy1 2 3 4 5
TARGETING HAIRSTYLIST
Keeping The Hair-Stylist excited & engaged
Provide frequent
Training by TIGI
education team
Educating the stylist on TIGI
products&
Technology
Conducting Competitions
across Pan India for the
stylists, similar to “Master Chef India”
Encouraging Hair-stylists
to create their own
styles & send it to TIGI. Winning
participants will be
featured on TIGI products
Define the Market
Market Analysis
Key Learnings
Competitive Forces
Go –to- Market
Strategy1 2 3 4 5
TARGETING SALONS
Targeting High End to Average Salons
No Promotions
on Salon Levels is
done by other brands so TIGI can
grasp this opportunity
-Providing better deals to
the Salon. -Providing the
managers with a Toll free
number to facilitate the immediate
delivery of TIGI product to
salon.
Tie –ups with Salons in 4-Star and 5-Star hotel .
Tie-ups with Express Haircut Salons
present in malls so that TIGI products
are well noticed.